Saffioti buys into football negotiations

Deputy Premier Rita Saffioti has weighed into commercial negotiations between WA Football and competing football manufacturers as the peak body weighs a move away from Burley - its football of choice for 120 years.

The current three-year contract for the supply of footballs is coming to an end and it's understood WA Football is seriously considering aligning with Sherrin, which supplies balls to the AFL.

The two brands have a slightly different shape, and there is ongoing concern that players from WA are being disadvantaged by having to adapt to the Sherrin shape when they reach the elite levels.

Burley-Sekem, which has its headquarters in Bassendean but is now owned by east coast company Kookaburra Sports Group, was founded in WA in 1907 and has been the main supplier of footballs to the WAFL and other WA competitions ever since.

Ms Saffioti yesterday confirmed to Business News her interest in the contract, rumours of which have been swirling around in football circles in recent weeks.

Given the first 10-year term of the State Government's funding deal with WA Football comes to an end next year, and the size of the deal for the next 10 years is about to be determined, the football supplier contract looms as a pressure point.

"The Burley is synonymous with WA Football," Ms Saffioti said.

"It’s a fantastic Western Australian brand that employs people locally. I know there are some advocating for a move towards Sherrin footballs, but I am yet to be convinced by the arguments.

"What I am convinced of is that any move away from Burley could be the thin end of the wedge for this iconic WA brand.

"The current 10-year agreement expires next year and the State Government is currently undertaking a review of WA Football to inform the next 10-year agreement."

A spokesman for WA Football declined to comment on the basis commercial negotiations on the football contract were ongoing. Burley-Sekem also declined to comment.

Business News understands Burley-Sekem employs around 40 people during peak production periods, including office and warehouse staff. It supplies footballs for all WA football competitions under the current agreement, including junior, country and amateur leagues.

The business took a hit when the South Australian National Football League parted ways with it in 2024 after 30 years, signing a deal with Sherrin that allowed its players to develop their games using the slightly pointier balls.

Burley-Sekem also manufactures football jumpers for clubs at all levels, including Fremantle and North Melbourne in the AFL. The company held the contract for the Eagles from 1987 until the end of 1995.

Fremantle had a Sekem logo on its jumpers in 2026, while North Melbourne jumpers featured the logo of Burley-Sekem's owner, Kookaburra. There have been rumours in recent months that the Dockers are considering replacing the Sekem logo, which carries historical weight in WA, with the Kookaburra logo in the coming years.

Burley-Sekem formed in 1985 as a merger between the Burley company, founded by Joseph Burley when the WAFL called for a WA supplier of footballs to come forward in 1906, and the Sekem company, which started out making socks at a North Perth mill in 1923.

It later acquired the Chesson business, which was the only other big supplier of footballs in WA and was founded by one of Joseph Burley's apprentices, Sid Chesson.